Heineken: No More Excuses

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.

Advertiser: HeinekenBrand: HeinekenAgency: In houseCountry: Global

Objectives

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Creative work

A big event. An even bigger problem for Heineken.

In 2005 Heineken became official sponsor of the UEFA Champions League (UCL) - the most prestigious club tournament in football. All around the world, almost lbn people watch every year1. Despite it being a European tournament, 67% watch outside of Europe2. The Final is the most viewed sporting event3 in the world.

For ten years, Heineken's UCL sponsorship was staggeringly successful. Activated through...

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